Market of Social Media in China Essay

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Tube in China

Marketing Audit and Competitive Market Analysis

China represents one of the fastest growing economies in the world that has an enormous population. Although the total number of internet users per capita is far less than can be found in the advanced nations, a smaller percentage of internet penetration coupled with the gigantic population represents an enormous market for online service provider. Unfortunately, China's online world does not operate as it does in most nations. In fact, China keeps many websites permanently blocked and has different methods of maintaining a firewall that only allows Chinese internet viewers to navigate to a collection of pre-approved sites (the firewall is sometimes referred to as the "Great Firewall of China").

There are many subjective standards that are in place which can be difficult to overcome to be able to enter the Chinese digital world. Some of these standards include that any news should be "healthy" and in the Chinese's domestic populations "best interest." Although YouTube has been allowed for brief periods, and many Chinese individuals know how to access the site through various proxies, at the moment the website is not available to the Chinese government. The analysis will assume a hypothetical case that assumes that the Chinese government will lift restrictions on YouTube and allow it to enter the market. Even if the government does so, YouTube will have to face significant competition from market competitors such as Youku and iQIYI. Based on the assumptions made, the analysis will provide a brief overview of the market conditions that YouTube may find in China.

YouTube and Innovation

The Chinese market has developed rapidly in just a few generations.

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The rapid rise in wealth in the Chinese middle class has had consequences for consumer preferences. Many people in China developed their disposable income quickly and looked for new products and developed shopping habits that were unprecedented in the country's history. Many of the Chinese generations and different demographics within China have a preference for "Western" goods; including the individuals in their twenties as well as the "new generation" which both have been exposed to international products through the internet and online networks such as social media websites (Qui, 2011).

It is likely that a Chinese version of YouTube would be perceived not only as innovative, but would also be associated with the West and Western products. There are different ways that restrictions on a Chinese YouTube services might affect the company. For example, YouTube might have the same restrictions as competitors such as Youku and iQIYI. If this were the case, then the way that YouTube would have to innovate would be in the delivery method, in contrast to being to offer innovative new content. YouTube could focus on the characteristics of the site vs. the competitors such as the site's design and search features. YouTube could also provide innovative collections of content (channels) that are organized based on demographic and consumer preferences.

Market Description

The online market for social media and social networking in China is substantially different than other markets. There are only so many approved channels for companies in this market and many of these mediums are owned by domestic companies. McKinsey & Company (2012) provide an excellent….....

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"Market Of Social Media In China" (2015, November 19) Retrieved May 16, 2025, from
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